“Heroes & Villains”

25 January, 2010 -- “Heroes & Villains”

Just as Lex Luthor makes Superman more heroic, and Moriarty makes Holmes more brilliant, heroes are defined by the villains they face. In marketing- a brand is often defined by the problem it solves- or the rival brand it’s up against. This week Terry O’Reilly shows how strong villains, problems, obstacles and rivals play a vital role in building up a ‘hero’ brand. And he’ll explain how comparison ads can turn rival ‘hero’ brands into villains.

Pitchmen

January 18, 2010 -- "Pitchment"

Maybe it’s the DNA. Or too much caffeine at a young age. What is that special gift that enables great pitchmen to part us from our money? And what is that part of us that wants to be pitched? Hold on to your wallet: this week Terry O’Reilly looks at the natural born pitchmen- from the travelling medicine shows of the early 20th Century, to the late-great Billy Mays. He’ll explain what separates the true pitchmen- such as Vince “Slap-Chop” Shlomi, from high-octane celebrity spokespeople, such as Priceline’s William Shatner. And he’ll chronicle the pitchman’s ouster from prime time broadcast to the low-rent districts of shopping channels and infomercials.

Buzz

January 11, 2010 -- “Buzz”

Just as positive buzz can launch a brand into the stratosphere- negative buzz can sink it lower than whale doo-doo. This week Terry explores the ways buzz shapes popular sentiment, while making- and breaking- major brands. He’ll chronicle the rise and fall of TV as a source of buzz, and how it has given way to the new kingmakers of marketing- online communities. He’ll also explore the ancient art of the “shill”- and how it’s finding new life on the Internet.

Terry O'Reilly on The Sound of Young America

Terry O'Reilly on The Sound of Young America -- Terry O'Reilly is an adman. He's the founder of Pirate Toronto, a leading audio advertising firm, and has been a judge of radio advertising at the Clio and Cannes advertising awards. When he's not marketing, he's talking about marketing on his CBC radio show, The Age of Persuasion, which looks at the history and practice of advertising. We talk with Terry about why ads matter, what we should understand about ads and whether ads, ultimately, are a net good in our society.

"Marketing the Unpleasant"

January 4, 2010 -- "Marketing the Unpleasant"

They are the ads that make everyone squirm- consumers, media, and especially ad copywriters; ads for the funeral industry, laxatives, incontinence pads, and the queen mother of unpleasant ad briefs- feminine hygiene products. Terry O’Reilly kicks off the 4th season of The Age of Persuasion with an insider’s look at marketing the unpleasant, from the strange-but-true history of marketing menstruation products, to Wal-Mart’s recent decision to sell caskets and urns online.